Finito with Katzenjammer

Food With the new campaign, Excelcat wants to position itself as a down-to-earth cat food. Advertising for cat food knows no creativity. Most cat food manufacturers simply show an athletic cat with a shiny coat. That's all there is to it. Wirz Werbung has recognized the visual cat's meow and shows with the current Excelcat campaign for Masterfoods AG that ideas and humor do not have to fall by the wayside. Wirz Werbung plays with cats and dogs in the new Excelcat campaign. The invigorating properties of the cat food, which is sold exclusively in Migros, mean nothing pleasant for the dog. Because Excelcat turns the shy neighborhood cat into a winner who can handle anything.
Excelcat needs to reposition itself. With the variety of cat food available, ranging from super-premium products to normal budget canned food, consumers are quickly spoiled for choice. Excelcat wants to position itself as a down-to-earth medium-sized brand between Migros Budget and Perfect Fit. Excelcat has been available in Migros for more than 30 years and is the second best-selling cat food in Switzerland.
The Excelcat campaign was created by AD Barbara Hartmann and copywriter Thomas Kurzmeyer together with British photographer David Stewart. The campaign can now be seen on advertisements and posters. Further new subjects are being planned for the new year.
Christian Lüscher